Proceedings of the 2026 3rd International Conference on Public Relations and Media Communication (PRMC 2026)

2026 3rd International Conference on Public Relations and Media Communication (PRMC 2026)

📍Kunming, China🗓️ 12-14 June 2026
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A New Direction for Brand Value Construction and Its Commercial Impact

Authors
Shuyan Zhao1, *
1College of Humanities and Arts, Macau University of Science and Technology, Macau, 999078, China
*Corresponding author. Email: 1230017736@student.must.edu.mo
Corresponding Author
Shuyan Zhao
Available Online 4 September 2026.
DOI
10.2991/978-2-38476-609-3_10How to use a DOI?
Keywords
Emotional Identification; Emotional Capital; Interactive Ritual Chain; Community Operations; Corporate Value
Abstract

The early career business landscape has also been described as a red ocean, in which gaps in the market are closed off as a result of fierce competition and market homogenization. In order for a product to provide a meaningful user experience, it must also engage with the user on a personal level, which effectively creates an emotional connection between the user and the product. Ultimately, competing on emotional connections and fostering relationships is no longer an effective way to stand apart from the competition. Market emphasis has shifted to market empathic experience from functional experience. This study seeks to examine how impactful emotionally driven experiences are from a brand to user relation, and how it also provides a strong economic impact. In order to develop a strong emotionally driven experience, the branding and overall business strategy must contain elements of emotional narrative, interactivity, and a consistent emotional chain of experiences.

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2026 3rd International Conference on Public Relations and Media Communication (PRMC 2026)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
4 September 2026
ISBN
978-2-38476-609-3
ISSN
2352-5398
DOI
10.2991/978-2-38476-609-3_10How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Shuyan Zhao
PY  - 2026
DA  - 2026/09/04
TI  - A New Direction for Brand Value Construction and Its Commercial Impact
BT  - Proceedings of the 2026 3rd International Conference on Public Relations and Media Communication (PRMC 2026)
PB  - Atlantis Press
SP  - 88
EP  - 94
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-609-3_10
DO  - 10.2991/978-2-38476-609-3_10
ID  - Zhao2026
ER  -